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CONTENT PG.NO. CONTENT PG.NO.

What is Shopper's behavior? Competition

Need of study. Marketing Strategies

Shopper's decision making Future Plans
processes
Types of Shopper's Buying Brand Building
Decisions
Five Factors influencing Shopper's Decision-Making
Decisions Process
Routine Response Behavior FACTORS INFLUENCING
SHOPPERS BEHAVIOUR
Limited Decision Making
INDIA’S DIVERSITY IN
FOOD
History of Vada Pav
History of Jumbo King Vada
Pav
MENU
Target Audience
Modern technique which helps to made vadas faster
 Belch and Belch define Shopper's behaviour as 'the process and
activities people engage in when searching for, selecting, purchasing,
using, evaluating, and disposing of products and services so as to
satisfy their needs and desires'.

 Shopper's behavior is the study of when, why, how, and where

people do or do not buy products .

 It blends elements from psychology, sociology, social anthropology

and economics.

 Shopper behaviour study is based on Shopper's buying behavior,

with the Shopper playing the three distinct roles of user, payer and
buyer.
 In the words of PETER DRUCKER ,business exist to
satisfy Shoppers , the existence of Shopper is the
intregal to the existence of the retailer.

 The ability to understand shoppers behaviour is the

key to developing a successful retail strategy.

 To able to satisfy the Shopper, it is necessary to

understand him and his buying behaviour.
Shopper's Decision-Making Process
A five-step process used by Shopper'ss when buying goods or services

NeedNeed
Recognition
Recognition

Information Search

Cultural, Social, Evaluation

Individual and of Alternatives
Psychological
Factors affect
all steps Purchase

Post purchase
Behaviour
 Routine Limited Extensive
Response Decision Decision
Behaviour Making Making

Less More
Involvement Involvement

Chapter 4 4-9
1.Level of Shopper's involvement
2.Length of time to make decision
3. Cost of good or service
4. Degree of information search
5. Number of alternatives considered
 Little involvement in selection process

 F requently purchased low cost goods

 May stick with one brand

 Buy first/evaluate later

 Quick decision
 Low levels of involvement

 Low to moderate cost goods

 Evaluation of a few alternative brands

 Short to moderate time to decide

• India’s varied geographical regions, climate, religion, language and
customs amply reflects in the country’s diversity in food and
culture. Each region has its special cuisine. Some of them are
cooked on occasions and others are sold every day on the streets.

• If you travel to the northern parts of the country you can relish
chaat, samosa, desi boiled eggs, omelettes, jhaal-moodhi, litti, etc
on the streets.

• Move to South India and the street favourites change to eating

idlis, vadas, dosas and uttapums with spicy chutneys, sambhar and
rasam.

• In western India vada pav is a fast and filling, non-messy snack

which can be had even while walking and travelling. It has become
a filler food item for many who are rushing from work to home. But
there are many poor people who completely rely on this as a meal..
 The Vada Pav was invented by the late Ashok vaidya
in 1966

 He use to sell Indian Biryani a mixture of potatoes

and poha at his snack stall at Dadar Station.

 In 1970, after getting vending licence, he invented

Vada Pav, which flourished the Mumbai market.

 Vada Pav is considered staple teatime snack in

Maharashtra
 Dheeraj gupta’s grand father migrated to Mumbai from a
village close to Haryana in the year 1940
 Built a business of vending stalls
 Father and uncles took over and built the restaurant and
hotel business
 Dheeraj did his Catering course from the Dadar Catering
College and have a management degree from a Pune
institute.
 Decided to set up his own business selling packaged
Indian sweets in 1998
 Set up a company called Manali Foods
 Dheeraj Gupta’s Business did not go too well and had to be closed
down soon

 Went to UK to explore opportunities for export.

 He and his wife were eating at Burger King. It was then that the
similarity between the burger and the Vada Pav struck them.

 Studied the Mcdonald’s model intently.

 Set up an outlet, which the family owned, near Malad station, a Mumbai
suburb, and called it Chaat Factory.

 Introduced temperature controlled frying machines to automate the

manufacturing process for hygiene and to reduce waste. We have also put the
cold chain in place
 JUMBOKING REGULAR Rs. 7
 JUMBOKING CHEESE Rs. 15
 JUMBOKING CHOLE Rs. 12
 JUMBOKING SCHEZWAN Rs. 13
 PANEER MAKHANI Rs. 25
 REGULAR COMBO Rs. 14
 CHEESE COMBO Rs. 20
 CHOLE KULCHA Rs. 18
 PAV BHAJI Rs. 27
 DAL MAKHANI Rs. 22
Store Picture
BEVERAGES
 COLD COF F EE
 VANILLA MILKSHAKE
 CHOCOLATE MILKSHAKE
 STRAWBERRY MILKSHAKE
 HOT TEA
 HOT COF F EE
 LASSI`
 GEOGRAPHIC VARIABLES
 Country: India
 Country Size: Metropolitan Cities
 Density of Area: Urban

 DEMOGRAPHIC VARIABLES
 Age Group: 18-30
 Gender: Both
 Occupation: College Students, Working Class, executives
 Socio-Economic status: Middle Class Onwards

 HANDLES
 40,000 Shoppers per day
 PSYCHOGRAPHIC VARIABLES

LIF ESTYLE: CONTEMPORARY AND F AST PACED

ATTITUDE: HYGIENE AND HEALTH CONSCIOUS

 BEHAVIOURAL VARIABLES
OCCASION: QUICK BITE
BENEF IT SOUGHT: SATISF ACTION OF HUNGER
BRAND LOYALTY: HIGH
INCOME: MIDDLE CLASS AND ABOVE
 Other Fast-food
Similar competitor Competitors
 Local Vendors  Dominos Pizza
 Railway Platform  Pizza Hut
Vendors  Mc Donald’s
 Desi Vada Pav
 Smokin Joes
 Goli Vada Pav
 Joshi Vada Pav
 Mainly through P.R.
 LCD’s at Outlet
 Duplicated the McDonalds Model
 Positioning
 Brand awareness
 Targeting College Students
 Brand Building
 Celebrating Vada Pav Day
 Other P.R. Activities
 Alert Shoppers about various offers
 Running at the Store through the Radio Service
 BRAND MASCOT
 GOING DOWN SOUTH
 CONCENTRATION ON OWNED OUTLETS
 I.P.O.
 PLAN TO OPERATE INTERNATIONALLY IN
F UTURE
 PROMOTION THROUGH:
 MAGAZINES
 RADIO JINGLES
 Journalists who visited their store in Dadar and liked
the product took Jumbo King so seriously that they
convinced their editors to write about them in their
daily paper.
 Thus originally word of mouth definitely worked for
them greatly.
 They started celebrating something called the Vada
pav day
Shopper's Decision-Making Process
A five-step process used by Shopper'ss when buying goods or services

Need Need Recognition

Recognition
HUNGER ,REFRESHMENT , HANGOUT WITH FRIENDS

Information Search
FRIENDS ,RELATIVES(WORD OF MOUTH)
PUBLIC SOURCES ETC

Evaluation of Alternatives
GOLI , SHIV VADA , STREET VENDORS

Purchase

Post purchase Behaviour

SATISFACTION OR DISSATISFACTION
WHETHER U MADE RIGHT DECISIONS
 HEALTH AND HYGIENE

 ENVIROMENT

 ETHICS

 SOCIAL PATTERN

 PEOPLE

 SERVICES

 FOOD MENU
 PRICE

 LOCATION

 PROMOTIONS

 VALUE

 PRESENTATION

 BRAND
 Q1) DOES MARKETING MODEL APPLAY BY THE
JUMBOKING IS WORK PAN INDIA LEVEL?
 Q2)WHAT IS THE MOST IMPORTANT MARKETING
MIX FACTOR YOU THINK IN THIS MODEL & WHY?
 Q3) WHAT IS JUMBOKING USP & HOW YOU CO-
RELATE WITH SHOPPERS BEHAVIOUR?